Microsoft's Activision Blizzard Deal Will Be a New Lure for Brands

The merger is the biggest in video gaming history and will bring together some of the biggest names in the sector

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“Microsoft’s mission is to empower every person and organization on the planet to achieve more,” explained Sarah Bond, Microsoft’s corporate vice president for game creator experience and ecosystem at Xbox.

Bond was speaking with McKinsey in January 2022 while explaining the technology company’s interest in the video gaming sector. She said the tech giant’s direct relationship with Cloud tech, which Microsoft has been developing for years, can power gaming titles to create almost infinite worlds that can save seamlessly save the player’s progress.



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